Segmenting by attitudes to TV advertising - eye opener or blind alley?

Article Abstract:

Different market segments exhibit varying reactions to the same marketing campaigns. This was revealed by an analysis of the attitudes of the acceptor and rejector segments of adult populations that serve as the targets of television advertising. This shows that advertisers should have a definite idea regarding the segment that they are targeting and the basis of their appeal to that segment. Market researchers should develop more effective ways of analyzing market segments to further enhance its role in the development and evaluation of advertising campaigns.

Methods, Marketing, Market segmentation

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Group discussion attendance and attitudes to TV advertising

Article Abstract:

UK government publicity campaigns should be geared towards the 'Escapists' and 'Rejectors' group of television audience because they are the least represented during the planning and development stages of the campaigns. The 'TV Generation' and 'interactives' groups need not be the focus of advertising concept testing and development because they are more likely to approve them, unlike 'Escapists' and 'Rejectors,' who need further persuasion.

Political aspects, Beliefs, opinions and attitudes, Television viewers

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Navigating the righteous course: a quality issue

Article Abstract:

Arguments on how the quality of marketing research could be affected by how business codes of conduct, particularly the MRS Code of Conduct, are implemented have been raised. Comprehension of the ethical decision-making process of researchers is contributory to the success of implementing codes of conduct. Success also depends on the level to which MRS members comply with the requirements of Code A6.

Business Ethics, Research

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